R/GA Tokyo and Shiseido introduced the virtual experience of aging


The recent collaboration R/GA Tokyo and Shiseido have joined in the project Beyond Time advances in data, technology, art, creating a virtual experience of time travel.

Beyond Time (“timeless”) is an interactive, high-tech installation, with which users can overcome temporal boundaries, the virtual experiencing their own aging. Two people are in a unit with opposite sides and looking in the digital mirror, you can see how they change the appearance of their partner over time.

Executive creative Director at R/GA Tokyo Niklas Lilja says that the goal is Beyond Time is to encourage deep meaningful conversations between users, to help people see each other in a new light and to bring them closer. “We were wondering what would happen if people in an instant to experience a range of aging with your loved one: if the parent will be younger than your child and friends will grow old in the blink of an eye. The opportunity to explore different sides of each other outside of time is an emotional experience that gives people a new understanding of each other in the present.”

Decades of skin research Shiseido has been combined with a revolutionary technology for the collection and processing of facial data, which has led to experience that in real time shows how people look at different stages of life. Developed by R/GA, the mechanism of three-dimensional modeling of the age of the person scans the 1300 data points of the face and compares them to an extensive database of face models, enabling from a scientific point of view accurately simulate aging in real time.

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Executive Director of R / GA Tokyo Anthony Baker said the project became possible thanks to close cooperation between creative and research teams Shiseido and the built-in command R/GA Tokyo. “We were able to create the world’s first three-dimensional engine to simulate aging in real time over a relatively short period, working side by side with our clients, creating prototypes in the physical and digital space and constantly testing ideas. This shows the potential of cooperation and team building for creativity and technological innovation. We hope that this is only the beginning developing deep technological, people-centred research capacity”.

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